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1、ExploringMarketingResearchWilliamG Zikmund Chapter3 TheMarketingResearchProcess Information ReducesUncertaintyHelpsfocusdecisionmaking TypesofResearch ExploratoryDescriptiveCausal COMPLETELYCERTAIN ABSOLUTEAMBIGUITY CAUSALORDESCRIPTIVE EXPLORATORY UncertaintyInfluencestheTypeofResearch ExploratoryRe
2、searchDescriptiveResearchCausalResearch UnawareofProblem AwareofProblem ProblemClearlyDefined Oursalesaredecliningand Whatkindofpeoplearebuying Willbuyerspurchasemoreofwedon tknowwhy ourproduct Whobuysourourproductsinanewpackage competitor sproduct Wouldpeoplebeinterested Whichoftwoadvertisinginourn
3、ewproductidea Whatfeaturesdobuyersprefercampaignsismoreeffective inourproduct DegreeofProblemDefinition possiblesituation ExploratoryResearch SecondaryDataExperienceSurveyPilotStudies ExploratoryResearch InitialresearchconductedtoclarifyanddefinethenatureofaproblemDoesnotprovideconclusiveevidenceSub
4、sequentresearchexpected DescriptiveResearch DescribescharacteristicsofapopulationorphenomenonSomeunderstandingofthenatureoftheproblem Ikeepsixhonestservingmen theytaughtmeallIknew theirnamesare RudyardKipling what andwhy andwhen andhow andwhere andwho DescriptiveResearchExample WeightWatchersaverage
5、customer Womanabout40yearsoldHouseholdincomeofabout 50 000AtleastsomecollegeeducationTryingtojugglechildrenandajob DescriptiveResearchExample Men sfragrancemarket 1 3sizeofwomen sfragrancemarketButgrowingatafasterpaceWomenbuy80 ofmen sfragrances CausalResearch Conductedtoidentifycause and effectrela
6、tionships IDENTIFYINGCAUSALITY Acausalrelationshipisimpossibletoprove Evidenceofcausality 1 Theappropriatecausalorderofevents2 Concomitantvariation twophenomenavarytogether3 Anabsenceofalternativeplausibleexplanations StagesoftheResearchProcess ProblemDiscoveryandDefinition ResearchDesign Sampling D
7、ataGathering DataProcessingandAnalysis ConclusionsandReport DiscoveryandDefinition andsoon ResearchStages Cyclicalprocess conclusionsgeneratenewideasStagescanoverlapchronologicallyStagesarefunctionallyinterrelatedForwardlinkagesBackwardlinkages Problemdiscovery Problemdefinition statementofresearcho
8、bjectives Secondary historical data Experiencesurvey Pilotstudy Casestudy Selectionofexploratoryresearchtechnique Selectionofbasicresearchmethod Experiment Survey Observation SecondaryDataStudy Laboratory Field Interview Questionnaire Selectionofexploratoryresearchtechnique Sampling Probability Nonp
9、robability Collectionofdata fieldwork Editingandcodingdata Dataprocessing Interpretationoffindings Report DataGathering DataProcessingandAnalysis ConclusionsandReport ResearchDesign ProblemDiscoveryandDefinition TheMarketingResearchProcess TheResearchProcess cont StagesintheResearchProcess Problemdi
10、scoveryandproblemdefinitionResearchdesignSamplingDatagatheringDataprocessingandanalysisConclusionsandreport ProblemDiscoveryandDefinition FirststepProblem opportunity ormonitoroperationsDiscoverybeforedefinitionProblemmeansmanagementproblem Theformulationoftheproblemisoftenmoreessentialthanitssoluti
11、on AlbertEinstein Statetheresearchquestionsandresearchobjectives Hypothesis Astatementthatcanberefutedbyempiricaldata Ifyoudonotknowwhereyouaregoing anyroadwilltakeyouthere ExploratoryResearch ExploratoryResearchTechniques TwoExamples SecondaryData HistoricalData PreviouslyCollectedCensusofPopulatio
12、nLiteratureSurveyPilotStudyAnumberofDiverseTechniques FocusGroupInterview ResearchDesign MasterplanFrameworkforactionSpecifiesmethodsandprocedures BasicResearchMethods SurveysExperimentsSecondarydataObservation SelectingaSample POPULATION SAMPLE Sample subsetofalargerpopulation Sampling Whoistobesam
13、pled Howlargeasample Howwillsampleunitsbeselected DataGatheringStage DataProcessingandAnalysis ConclusionsandReportWriting Effectivecommunicationoftheresearchfindings ResearchProposal AwrittenstatementoftheresearchdesignthatincludesastatementexplainingthepurposeofthestudyDetailedoutlineofproceduresassociatedwithaparticularmethodology ResearchProgramStrategy DefiningProblemResultsinClearCutResearchObjectives ExploratoryResearch Optional SymptomDetection
